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Song: Fashion by David Bowie

How does this make me feel? What do I think about when I listen to this sound? when I listen to this song I think of many things; the film 'Clueless', my dad and the concept of 'sustainable fashion'. It makes me feel mixed emotions. I end up thinking about all the problems there are in the fashion industry

Bowie was often known for his powerful fashion sense throughout his career.

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When researching the background information of this song I found that Bowie often compared the concept of fashion to Fascism, referencing thugs who followed fascist leaders "we are the goon squad and we're coming to town" and comparing fashion models to army privates in training "turn to the left, turn to the right".
The song has negative connotations, similarly to some of the thoughts I have when listening to it which is why I want to base my project around sustainable fashion and the negative impact fast fashion is having on our planet.

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Sustainable Fashion: a movement / process of fostering change to fashion products and the fashion system to grater ecological integrity and social justice.
Fast Fashion: highly profitable business model based off of catwalk and high-end garments being mass produced at low costs.

Garment workers producing garments for fast fashion companies often work in terrible conditions on an incredibly low wage. These companies occasionally rip off small independent brands and businesses.

Below are some examples of fast and sustainable fashion brands...

Fast Fashion Brands:
- PrettyLittleThing
- Missguided
- Boohoo / Nasty Gal
- Shein / Aliexpress
- Primark

Sustainable Fashion Brands:
- House of Sunny
- Levis
- Lucy & Yak
- Stella McCartney
- Vivienne Westwood

It is often believed that many luxury designers are sustainable but there are some which are just as bad. E.G. Gucci

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Greenwashing is the processes of companies making people believe they are doing more to help the environment than they actually are. Companies often spend money claiming they are 'green' through advertising and marketing rather than actually implementing business practices that minimise environmental impact.

H&M are an example of a company that greenwashes.

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Stella McCartney - sustainable fashion designer

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Stella McCartney - sustainable fashion designer

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via @ssustainably_ on Instagram

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via @ssustainably_ on Instagram

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- Shop second hand (charity shops / second hand websites E.G. Depop or Ebay)
- Become more educated - documentaries, campaigns, magazines etc.
- Fashion brands adapt to become more sustainable
- Reusable / recyclable parcel packaging - less plastic
- Influencers promoting it

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Social media campaign which then promote a documentary which will air on Netflix.

Aims:
- Raise awareness
- Educate
- Encourage people to act

Previous TV programmes / documentaries:
- Fashion Conscious (BBC)
- The True Cost (Netflix)
- Minimalist (Netflix)
- Luxury: Behind the mirror of high end fashion (Youtube)

Books:
- Fashion & Sustainability
- The Sustainable Fashion handbook
- Fashion's Conscious: making sustainable attainable

How my idea will differ:
The reason why I believe my solution will be successful and isn't just a direct copy of any other documentary is due to the fact that a social media campaign will take place in the run up to the documentary airing. This is due to the fact that my target audience is more younger people ages 14-35 therefore social media will engage them first.

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14-35 female and males

- January 2021 14.5% of Instagram users were women aged 18-24. More than half global users are peoples 34 and younger.
- January 2021 26% of UK users of Tiktok are aged 18-24.

By using these platforms it will engage with the desired audience and build up engagement and awareness for the documentary.

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Instagram Statistics according to Statista.com 

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Instagram Statistics according to Statista.com 

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Tiktok Statistics according to Socialfilms.co.uk

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Tiktok Statistics according to Socialfilms.co.uk

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Here is an example of the 7 day social media campaign. You can see this influencer has done a series called '30 days of get ready with me' which has gained over 30K views on each video. My idea is similar where I will show 7 days of different sustainable outfits which then count down and mention the documentary which will be shown on Netflix

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Here I have created two styling options for the 7 days of outfits. Here I sourced various clothing and accessory pieces from sustainable brands. This will show audiences you can shop cool trends whilst being sustainable at decent prices.

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Short documentary will follow a well known influencer around sweatshops, showing audiences a behind the scenes look into how their garments are really being made. The aim of this is to raise awareness of the reality of fast fashion and to encourage people to shop more ethically and be more conscious of where they are purchasing their clothes from. It'll also show audiences where to shop and how they can start their journey to sustainability. This is often something which isn't covered in these types of documentaries.

DOC LENGTH: 45 MINS
STREAMING SITE: NETFLIX

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This is a new campaign Vivienne Westwood has created. Despite being aimed at climate change this still very much links to fast fashion as it is a contributing factor to climate change and the environment. Vivienne has always campaigned for climate change and part of her brand is being sustainable and good for the environment.
https://wepresent.wetransfer.com/story/serpentine-groundwork-vivienne-westwood-switch/

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Here you can see Netflix is the most popular streaming service.
Source: Businessofapps.com

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Netflix users by age
Source: Businessofapps.com

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Unfortunately fast fashion means horrible working conditions for garment workers with less than minimum wage pay.
WAGES:
- Manufacturing companies include: China, Bangladesh and India.
- Minimum wage represents between half to a fifth of the living wage (the living wage is the minimum that a family needs to survive e.g. food, healthcare, rent and education etc.) Lots of these brands are paying their employees 5x less than what they need to live.
WORKING HOURS:
- Garment workers are often forces to work 14-16 hours a day, 7 days a week with little breaks
- Many are fired if they refuse overtime
HEALTH & SAFETY:
- Workers often work in warehouses with no ventilation, breathing in toxic substances and dust and are in unsafe buildings, take the collapse of the Rana Plaza in 2013 which killed 1134 garment workers in Bangladesh for example.
- They also face verbal and physical abuse at times
CHILD LABOUR:
- 168 million children in the world are forced to work, child labour is particularly popular in the fashion industry
- 250,000 girls in South India are forced to work in a textile factory
WORKERS UNIONS:
- Most workers are not allowed to form unions to defend their rights
- Only 10% of the 4,500 factories in Bangladesh have registered unions

source: sustainyourstyle.org

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I wanted to do a social media campaign as I believe this is a strong way to grab my specific target audience's attention. Social media is used highly by the age group therefore this is the most successful way to engage viewers. The Tiktok 7 day campaign is interactive therefore people can post their comments or react to what they are seeing, this shows engagement and also shows us how popular this campaign is. Then going onto a documentary, I believe this is the strongest way to get the message across and to be able to successfully educate people. I think any other form of solution e.g. a poster or app etc wouldn't be as successful as people often engage with things which are easier to access; a poster would more than likely be overlooked my many and difficult to educate people as successful as it could, and an app would require people to actually download it which is often off putting for many people.

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https://www.surveymonkey.co.uk/r/RTNS7W9
When conducting my own personal survey I asked people 8 different questions on sustainable fashion:
1. Have you heard of sustainable fashion?
2. What do you think it means?
3. How often do you buy clothes?
4. Which of the following do you shop at most?
5. When buying new clothes, which do you consider?
6. When getting rid of old clothes what do you do with them?
7. If you knew your favourite brand wasn't sustainable, would you stop shopping there?
8. If you had to pay a little extra for sustainable clothing but was the same as fast fashion clothes, would you?

These results were interesting to me, it showed that the majority of people are aware of sustainable and fast fashion but continue to shop at online  multi brand companies such as ASOS and directly from fast fashion brands, and when given the option of switching to a sustainable way of shopping but paying slightly more most said yes. This therefore shows us that despite thinking about the fact that they would change to shopping in a sustainable way, fast fashion brands are still the most popular format and people continue to shop from these places. From this we have to ask ourselves why? Is it the lack of education? Or the popularity that these brands have? Or their price?

From this I can take away the fact that people do need to be educated more but no one should be shamed for not shopping ethically as it is often difficult for people. Fast fashion brands earn enough money to be able to up their prices by just a few pounds just to pay garment workers the right amount for their living wage. The less people purchase from these companies the less popular they will become.

Unfortunately something which is very clear is the idea that nothing will ever be 100% sustainable and ethical under Capitalism, but this is a deeper discussion.